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SERIOUS
CREATING
DIFFERENTIATION.
SERIOUS
EVERYONE IS
CLAMOURING TO
GAIN ATTENTION.
SERIOUS
SERIOUS
SERIOUS
HELPING YOU
ZAG WHEN
OTHERS ZIG.
SERIOUS
WHEN IS A
BUSINESS SCHOOL
MORE THAN A
BUSINESS SCHOOL?
SERIOUS
WHEN
IT’S A BRAND.
SERIOUS
THE VIRTUOUS CIRCLE.
SERIOUS
Recruitmen
t
Brand
BUSINESS
SCHOOL
Reputation
SERIOUS
TURN YOUR
BUSINESS SCHOOL
INTO A BRAND.
No.1
SERIOUS
“A REALLY GOOD
BRAND TAKES THE
RISK OUT OF BUYING.”
VICTORIA NEUMARK
GUARDIAN HIGHER EDUCATION NETWORK
When delivered consistently, a brand shapes
consumers’ perceptions and expectations.
A successful brand celebrates persona...
SERIOUS
A BRAND IS
A PROMISE YOU
NEED TO KEEP
EVERY DAY.
BUSINESS SCHOOL
SUPERBRANDS.
SERIOUS
(A marque of branding excellence)
SERIOUS
BUSINESS SCHOOL SUPERBRANDS
BREAKING DOWN
A BRAND.
SERIOUS
Encapsulates strategy,
mission and values.
POSITIONING.
Articulation of your
positioning.
STRAPLINE.
Visual aspects that f...
POSITIONING.
SERIOUS
‘To develop principled innovative leaders who
improve the world and to generate ideas that
advance ma...
STRAPLINE.
SERIOUS
PROMISE.
Every little helps.
STRAPLINE.
SERIOUS
OUTCOMES.
London Experience.
World Impact.
SERIOUS
VISUAL IDENTITY.Articulates your point of difference.
SERIOUS
VISUAL IDENTITY.Articulates your point of difference.
Alliance Manchester Business School
Full-time MBA
Manchester...
ONCE YOU’VE
LAID THE
FOUNDATIONS.
SERIOUS
Articulate
your point
of difference.
NOW MAKE
YOUR BRAND
STAND OUT.
SERIOUS
DIFFERENTIATE
YOURSELF FROM
THE PACK.
No.2
SERIOUS
KEY DIFFERENTIATING FACTORS THAT CONTRIBUTE
TO THE PERCEPTION OF YOUR BRAND.
REPUTATION
SIZE
PARTNER UNIVERSITY
LO...
TEXT BOOK
MARKETING.
SERIOUS
• PLAYING TO YOUR STRENGTHS
• STAYING ON BRAND (GUARDIANSHIP)
• CUSTOMER SEGMENTATION AND TAR...
SERIOUS
HOW TO UP
YOUR GAME.
SERIOUS
SERIOUS
DISRUPT
THE MARKET.
No.3
SERIOUS
CHANGING
THE GAME
PUNCHING
ABOVE YOUR
WEIGHT
SERIOUS
“I WANT TO PUT
A DING IN THE
UNIVERSE.”
Steve Jobs
“WE DON’T SELL.
WE MAKE PEOPLE
WANT TO BUY.”
SERIOUS
JOHN HEGARTY
CHAIRMAN BBH
SERIOUS
“THE REBRANDING OF
FRENCH CONNECTION
TO FCUK RESULTED IN
A 400% INCREASE IN
TURNOVER.”
NEIL RICHARDSON, RUTH M GOS...
JUST ADD
IMAGINATION
AND COURAGE.
SERIOUS
AN IMPASSIONED
PLEA FOR...
SERIOUS
...GREATER
DISRUPTION
IN THE
BUSINESS SCHOOL
MARKETPLACE.
SERIOUS
SERIOUS
HOW BRANDS
DISRUPT.
TELLING STORIES.
SERIOUS
BEING VISUALLY
STRIKING.
SERIOUS
SOCIAL MEDIA.
SERIOUS
SOCIAL MEDIA.
SERIOUS
INTELLIGENT WIT.
SERIOUS
PROVOCATIVE.
SERIOUS
ATTITUDE.
SERIOUS
SERVICE DELIVERY.
SERIOUS
HOW CAN YOUR
BUSINESS SCHOOL
BE MORE
DISRUPTIVE?
SERIOUS
SERIOUS
STORY TELLING.
FROM MOTOROLA TO THE MUSIC BUSINESS
LESLEY ZHANG
FULL-TIME MBA, 2013
SERIOUS
BEING VISUALLY
STRIKING.
SERIOUS
TM
TRANSFORM. PERFORM.
TM
TRANSFORM. PERFORM.
BEING VISUALLY
STRIKING.
SERIOUS
SERVICE DELIVERY.
SERIOUS
IN 2011 STANFORD’S
SEBASTIAN THRUN’S
MOOOC ON
ARTIFICIAL INTELLIGENCE
ENROLLED 160,000 STUDENTS
FROM 190 COUNTRIES.
SHEFFIELD
SERIOUS
CREATING
VALUE
Three modules over three weeks
Visit us to book your place on this
extraordinary programm...
SERIOUS
SOCIAL MEDIA.
DISCUSS.
SERIOUS
INTELLIGENT WIT.
DISCUSS.
I WENT TO
LONDON BUSINESS SCHOOL
AND ALL I GOT WAS A LOUSY
£60K PAY RISE
CONGRATULATIONS YOU
MIGHT BE ABLE TO –
SERIOUS
TURN YOUR BUSINESS SCHOOL
INTO A BRAND.1.
2.
3.
DIFFERENTIATE YOURSELF FROM...
SERIOUS
DISCUSS.
IF YOU WANT TO BE
DIFFERENT
DIFFERENT.
BE
SERIOUS
MAKE CHANGE
HAPPEN FROM
THE TOP.
No.4
SERIOUS
Articulate
your point
of difference.
TRUE DIFFERENCE
IS CULTURAL AND
INSTITUTIONAL.
SERIOUS
Articulate
your point
of difference.
BY EMPOWERING
PEOPLE AND
CHANGING MINDS.
SERIOUS
Articulate
your point
of difference.
WHAT’S STOPPING YOU?
POLITICS
LACK OF
BUDGET
LACK OF
ALIGNMENT
INSTITUTIONAL
...
SERIOUS
Articulate
your point
of difference.
“Progress is impossible
without change, and those
who cannot change their min...
SERIOUS
TRUE
DIFFERENTIATION:
IT’S A LEADERSHIP
THING.
SERIOUS
DISCUSS.
Chris Norton
Creative Partner
chris@seriousuk.com
(+44) 0 1932 584920
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Creating differentiation

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How to stand out from the crowd in the business school market

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Creating differentiation

  1. 1. SERIOUS CREATING DIFFERENTIATION.
  2. 2. SERIOUS EVERYONE IS CLAMOURING TO GAIN ATTENTION.
  3. 3. SERIOUS
  4. 4. SERIOUS
  5. 5. SERIOUS
  6. 6. HELPING YOU ZAG WHEN OTHERS ZIG. SERIOUS
  7. 7. WHEN IS A BUSINESS SCHOOL MORE THAN A BUSINESS SCHOOL? SERIOUS
  8. 8. WHEN IT’S A BRAND. SERIOUS
  9. 9. THE VIRTUOUS CIRCLE. SERIOUS Recruitmen t Brand BUSINESS SCHOOL Reputation
  10. 10. SERIOUS TURN YOUR BUSINESS SCHOOL INTO A BRAND. No.1
  11. 11. SERIOUS “A REALLY GOOD BRAND TAKES THE RISK OUT OF BUYING.” VICTORIA NEUMARK GUARDIAN HIGHER EDUCATION NETWORK
  12. 12. When delivered consistently, a brand shapes consumers’ perceptions and expectations. A successful brand celebrates personality, honours values and embodies the spirit of the subject that it represents. SERIOUS
  13. 13. SERIOUS A BRAND IS A PROMISE YOU NEED TO KEEP EVERY DAY.
  14. 14. BUSINESS SCHOOL SUPERBRANDS. SERIOUS (A marque of branding excellence)
  15. 15. SERIOUS BUSINESS SCHOOL SUPERBRANDS
  16. 16. BREAKING DOWN A BRAND. SERIOUS
  17. 17. Encapsulates strategy, mission and values. POSITIONING. Articulation of your positioning. STRAPLINE. Visual aspects that form part of the overall brand. IDENTITY. What people buy PRODUCT EXPERIENCE. Identifies a business in its simplest form via the use of a mark or icon. LOGO. SERIOUS BRAND ANATOMY.
  18. 18. POSITIONING. SERIOUS ‘To develop principled innovative leaders who improve the world and to generate ideas that advance management practice.’
  19. 19. STRAPLINE. SERIOUS PROMISE. Every little helps.
  20. 20. STRAPLINE. SERIOUS OUTCOMES. London Experience. World Impact.
  21. 21. SERIOUS VISUAL IDENTITY.Articulates your point of difference.
  22. 22. SERIOUS VISUAL IDENTITY.Articulates your point of difference. Alliance Manchester Business School Full-time MBA Manchester Full-time MBA Alliance MBS | Full-time MBA 3 The Manchester MBA. An experience of a lifetime that will change the way you do business, forever. TRANSFORMATIONAL CHALLENGE ENTREPRENEURSHIP LEADERSHIP STRATEGY NEGOTIATION MANAGEMENT EXCEPTIONAL ACCELERATE THOUGHT-PROVOKING FAST TRACK APPLIED LEARNING GROWTH INNOVATIVE ORIGINAL THINKING ROI ACTION PROJECTS NETWORKING COLLABORATIVEVISION DRIVE REWARDING LIVE CLIENTS INTERNATIONAL WORLD-LEADING EXPERTS MANCHESTER METHOD CONSULTANCY DIFFERENT DYNAMIC AMBITION www.alliancembs.manchester.ac.uk/ftmba
  23. 23. ONCE YOU’VE LAID THE FOUNDATIONS. SERIOUS Articulate your point of difference. NOW MAKE YOUR BRAND STAND OUT.
  24. 24. SERIOUS DIFFERENTIATE YOURSELF FROM THE PACK. No.2
  25. 25. SERIOUS KEY DIFFERENTIATING FACTORS THAT CONTRIBUTE TO THE PERCEPTION OF YOUR BRAND. REPUTATION SIZE PARTNER UNIVERSITY LOCATION CUSTOMER SATISFACTION RANKING ACCREDITATIONS PRICEREF AND RESEARCH APPROACH HISTORY PROGRAMMES EMPLOYABILITY SUCCESS ALUMNI FACULTY IMPACT CUSTOMER EXPERIENCE UNIQUE TO YOU, COMMON TO EVERYONE ELSE
  26. 26. TEXT BOOK MARKETING. SERIOUS • PLAYING TO YOUR STRENGTHS • STAYING ON BRAND (GUARDIANSHIP) • CUSTOMER SEGMENTATION AND TARGETING • MARKETING COMMUNICATIONS STRATEGY • MEDIA PRESENCE • BRAND COMMUNICATIONS • ADVERTISING • PR • WEB • SEARCH • VIDEO
  27. 27. SERIOUS
  28. 28. HOW TO UP YOUR GAME. SERIOUS
  29. 29. SERIOUS DISRUPT THE MARKET. No.3
  30. 30. SERIOUS CHANGING THE GAME PUNCHING ABOVE YOUR WEIGHT
  31. 31. SERIOUS “I WANT TO PUT A DING IN THE UNIVERSE.” Steve Jobs
  32. 32. “WE DON’T SELL. WE MAKE PEOPLE WANT TO BUY.” SERIOUS JOHN HEGARTY CHAIRMAN BBH
  33. 33. SERIOUS “THE REBRANDING OF FRENCH CONNECTION TO FCUK RESULTED IN A 400% INCREASE IN TURNOVER.” NEIL RICHARDSON, RUTH M GOSNAY
  34. 34. JUST ADD IMAGINATION AND COURAGE. SERIOUS
  35. 35. AN IMPASSIONED PLEA FOR... SERIOUS
  36. 36. ...GREATER DISRUPTION IN THE BUSINESS SCHOOL MARKETPLACE. SERIOUS
  37. 37. SERIOUS HOW BRANDS DISRUPT.
  38. 38. TELLING STORIES. SERIOUS
  39. 39. BEING VISUALLY STRIKING. SERIOUS
  40. 40. SOCIAL MEDIA. SERIOUS
  41. 41. SOCIAL MEDIA. SERIOUS
  42. 42. INTELLIGENT WIT. SERIOUS
  43. 43. PROVOCATIVE. SERIOUS
  44. 44. ATTITUDE. SERIOUS
  45. 45. SERVICE DELIVERY. SERIOUS
  46. 46. HOW CAN YOUR BUSINESS SCHOOL BE MORE DISRUPTIVE? SERIOUS
  47. 47. SERIOUS STORY TELLING. FROM MOTOROLA TO THE MUSIC BUSINESS LESLEY ZHANG FULL-TIME MBA, 2013
  48. 48. SERIOUS BEING VISUALLY STRIKING.
  49. 49. SERIOUS TM TRANSFORM. PERFORM. TM TRANSFORM. PERFORM. BEING VISUALLY STRIKING.
  50. 50. SERIOUS SERVICE DELIVERY.
  51. 51. SERIOUS IN 2011 STANFORD’S SEBASTIAN THRUN’S MOOOC ON ARTIFICIAL INTELLIGENCE ENROLLED 160,000 STUDENTS FROM 190 COUNTRIES.
  52. 52. SHEFFIELD SERIOUS CREATING VALUE Three modules over three weeks Visit us to book your place on this extraordinary programme: www.henley.com/AMP The Henley Advanced Management Programme Week 1 Broadening perspectives – differing world views • Developing the self – who am I? • 360 analysis and feedback • The customer and consumer • Coaching • Economic environment and value • Group dynamics • Thinking globally • Self reflection on career journey Week 2 Making strategic choices and decisions • Demystifying strategy • Planning the strategic evolution • Re-energising leadership • Authentic leaders • Addressing the leadership agenda • Sustainable business • Activising and delivering the green agenda • Reflective management Week 3 Implementing change for performance • Leading the management of change • The language of leadership • Managing in the emerging future • Addressing the change agenda • Delivering performance • Organisations as organisms The modular design of the programme gives flexibility – you can spread your attendance across 12 months. Contact: Anne Tabbner +44 (0) 1491 418767 Email: exec@henley.com ‘The Advanced Management Programme was inspiring and mind-opening.’ Aurelie Kane Head of Corporate Communications, Pernod Ricard UK HIGH LEVEL THINKING SELF DEVELOPMENT AND DISCOVERY COACHING PLANNING CHANGE INSIGHTS INTO DECISION MAKING PRACTICAL THEORY LOCAL v WORLD PERSPECTIVES HEN_2257 AMP Foldout Brochure A2 ATWK.indd 1 11/06/2013 14:52 Advanced Management Programme NoOrdinary Leadership Programme AdvancedManagementProgramme Formoreinformation, pleasecontact: HenleyBusinessSchool Greenlands Henley-on-Thames OxfordshireRG93AU UnitedKingdom AnneTabbner +44(0)1491418767 exec@henley.com www.henley.com/AMP DISCOVERY Uncoverpersonaltruths torevealyournatural leadershipstyle Whatmakesasuccessfulleader? Courage? Integrity? Understanding? We’vetaughtandworkedwithworldle forover65yearsatHenley,andwestill haven’tpinpointedthat‘wondertrait’. Everyleaderismadeupdifferently.But doknowonething:thejourneyofbeco agreatleaderisoneofself-discovery. Sohowcanyoudeveloppersonalski abusinessenvironment? It’spossible–butit’snoteasy.Havingto performandbeartheburdenofleaders whilstconsciouslytryingtodevelopyo personalleadershipstyleisatallorder, forthegreatestleaders. Outstand possess acumen. skillsett ittakess developt –THEH MANAG ISNOO PROGR ‘Thoughtprovoking,muchm thananyotherprogramme.’ ColletteStone HeadofLeadership,HomeOffice HEN_2257AMPFoldoutBrochureA2ATWK.indd2 ATTITUDE. DISCUSS.
  53. 53. SERIOUS SOCIAL MEDIA. DISCUSS.
  54. 54. SERIOUS INTELLIGENT WIT. DISCUSS. I WENT TO LONDON BUSINESS SCHOOL AND ALL I GOT WAS A LOUSY £60K PAY RISE
  55. 55. CONGRATULATIONS YOU MIGHT BE ABLE TO – SERIOUS TURN YOUR BUSINESS SCHOOL INTO A BRAND.1. 2. 3. DIFFERENTIATE YOURSELF FROM THE PACK. DISRUPT THE MARKET PLACE.
  56. 56. SERIOUS DISCUSS. IF YOU WANT TO BE DIFFERENT DIFFERENT. BE
  57. 57. SERIOUS MAKE CHANGE HAPPEN FROM THE TOP. No.4
  58. 58. SERIOUS Articulate your point of difference. TRUE DIFFERENCE IS CULTURAL AND INSTITUTIONAL.
  59. 59. SERIOUS Articulate your point of difference. BY EMPOWERING PEOPLE AND CHANGING MINDS.
  60. 60. SERIOUS Articulate your point of difference. WHAT’S STOPPING YOU? POLITICS LACK OF BUDGET LACK OF ALIGNMENT INSTITUTIONAL PARALYSIS INERTIA LACK OF AMBITION MORE THAN MY PAY GRADE ACADEMICS CRITICAL THINKERS OPPOSE EVERYTHING
  61. 61. SERIOUS Articulate your point of difference. “Progress is impossible without change, and those who cannot change their minds cannot change anything.” GEORGE BERNARD SHAW
  62. 62. SERIOUS TRUE DIFFERENTIATION: IT’S A LEADERSHIP THING.
  63. 63. SERIOUS DISCUSS. Chris Norton Creative Partner chris@seriousuk.com (+44) 0 1932 584920

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